The importance of using the right communication tool for PR agencies

by | Sep 30, 2022 | Public Relations

As a PR agency, it is essential to use the right communication tool to deliver the intended message to your target audience.

In addition to everyday communication, if you want to level up your crisis communications, the right tool will also help. Using the latest technology and features, you can keep your clients and the public updated on the latest developments of a crisis, as well as manage and monitor the situation in real time.

On the other hand, the wrong communication tool can do more harm than good. It can cause delays in sending out important information, or even lead to miscommunication that could further escalate the crisis.

In this article, we will discuss the importance of using the right communication tool for PR agencies and give you tips on choosing the best one for your needs.

Let’s get started.

How to choose the right communication tool: 7 must-have features

With so many features you could potentially add to your communication toolkit, it can be tough to know where to start. Here are the essential elements that any good communication tool should have.

Escalation paths

In the event of a crisis, you need to be able to get in touch with the right people quickly. Look for a communication tool that offers multiple escalation paths so you can reach the right person no matter what.

This could look like an emergency contact list that’s easily accessible from the tool or a way to call or text specific people in a PR emergency situation.

Social media monitoring

Your communication tool should also offer social media monitoring. This way, you can quickly see what people are saying about your brand (or a client’s one) online and jump in to respond if necessary.

The importance of using the right communication tool for PR agencies

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Optimizing your media monitoring process will help you better understand what the general sentiment about your brand is and give you the ability to respond to any negative views quickly.

Broadcast features

Broadcasting refers to the ability to send one message to multiple people simultaneously. This is a must-have feature for any communication tool, as it will allow you to quickly reach all your contacts as needed with critical information.

Whether it’s sending an update on a crisis situation or sharing a new press release, the ability to broadcast will help you save time and ensure that everyone is in the loop.

SEO-friendly pages

If you’re using your communication tool to reach people online, you’ll want to ensure it produces SEO-friendly pages. This way, your pages will rank higher in search engine results and be more easily found by the people you’re trying to reach.

SEO features include things like optimizing your page title and description, as well as adding keywords to your content. Getting organic traffic to your published pages using the right tool will help you reach more people and get your message out there organically.

A focus on seach engine optimization can also help with successfully marketing a product online. This can deliver even better results for clients who are working with a PR agency to create a new product launch campaign.

Easy customer communication

Just like businesses are using phone systems in the cloud to facilitate two-way customer communication, PR agencies need to be able to do the same.

The importance of using the right communication tool for PR agencies

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In a PR agency, this means having an easy way for clients to contact you with questions or concerns. While the focus on reaching customers needs to be there, the customers’ ability to reach out to you is also essential.

For a PR agency, the best communication tools will offer features like a call center, live chat, and even AI-powered chatbots to help you manage customer communication easily.

Support for multiple languages

In a global world, it’s more important than ever to communicate with people in their native language. A good communication tool will support multiple languages so you can reach people no matter where they’re from.  Whether you’re using a time tracking solution for employees or a chatbot for customer service, make sure these are accessible globally.

Look for a tool that automatically translates your messages into different languages and allows you to create content in multiple languages easily.

A simple and effective user interface

The best communication tools are easy to use and have a simple interface. You don’t want to spend hours figuring out how to use the tool or waste time with a complicated interface.

While some tools offer more features than others, the best ones strike a balance between offering a wide range of features and being user-friendly.

The benefits of using the right communication tool

Now that we’ve looked at the best communication tools’ features, let’s take a look at the benefits of using them.

Create and manage PR campaigns more efficiently

When you use the right communication tool, you’ll be able to manage your PR campaigns more efficiently. This is because you’ll have all the necessary features and tools in one place, saving you time, hassle and resources.

You’ll also be able to create and manage your campaigns quickly and track their progress and performance. Having all this information in one place will help you make better decisions about your campaigns and ensure they’re successful.

As an example, let’s say that one of your clients just launched an invoice generator and wants to promote it to small businesses. Knowing the best sites to market to small businesses, you can create a campaign in your communication tool and start promoting the product. As a result, your job will become easier to accomplish and your client will see a better ROI.

Easily get the message out to the public

Another benefit of using the right communication tool is that it will help you get your message out to the public more quickly. With the right platform, you’ll be able to reach more people with your messages and ensure that the right audience will see your message in a timely manner.

Connect with media professionals

From various lessons we’ve learned from pitching journalists, keeping your communication relevant and accurate is one of the keys to connecting with media professionals.

The importance of using the right communication tool for PR agencies

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A good communication tool will help you do just that by allowing you to target your messages to specific groups of people. This way, you’ll be able to build better relationships with the people that matter. These relationships will be key in the future when you need help getting your message out there.

Improve the results of their campaigns

Finally, by using the right communication tool, you’ll be able to improve the overall results of your campaigns.  You’ll be able to track your progress and see which strategies are working and which ones need to be improved. Additionally, you’ll be able to keep your clients updated on your progress and show them how their investment is paying off.

How to get started with using the right communication tool

Now that you know the features and benefits that come with using the right communication tool, you’re probably wondering how you can get started. Here are a few tips:

  • Do some research and find the right platform for your needs: There are various platforms, so it’s essential to find one that will work well for you.
  • Create an account and start using it: This will allow you to start testing the platform, seeing its features and most of all understanding how the process of communicating with others works.
  • Get involved in the community: The best way to get the most out of a communication platform is to get involved. There are various ways to do this, but one of the best ways is to join forums and participate in discussions. This will help you learn more about the platform and how to use it effectively.
  • Use it regularly: If you don’t use a tool often, you’ll likely forget about it and miss out on all of the benefits it can offer. Having an open mind as to how you improve your workflow to include such a communication tool is key to success.


There are a variety of different communication tools out there, but not all of them are right for your needs.

Testing out a shortlist of applications to ensure you find the best one for your specific needs is important. Once you’ve found the right platform, learning how to use it effectively is critical to make the most of your investment.

Remember that the right communication tool can also make a big difference in your business, so don’t take your decision lightly.

Mike Vestil
Mike Vestil is an author, investor, and speaker known for building a business from zero to $1.5 million in 12 months while traveling the world.